How Do We Attract A New Young Audience?

[martinmauger]

THE following is part of a pice I wrote for Speedway Star this week. Comments?

 

THE biggest conundrum facing the current crop of British promoters is how to attract more people through their turnstiles and especially those of a younger generation.

Speedway Star has a vested interest in this. More people attending domestic speedway in the UK increases our potential market as well. BSI, too, looking to increase their annual attendance at Cardiff’s Millennium Stadium for the British Grand Prix.

It is the BSPA who hold the keys to a new audience. Schemes such as free admission for under 16-year-olds attending with at least one adult, for example, have merit.

But the question that needs to be asked is this: why would teenagers want to go to speedway in the first place? What’s in it for them?

Kelvin Tatum, newly appointed to the Lakeside management team, and I were chewing this over during a protracted lunch last week.

We agreed that speedway tracks have to be more imaginative in providing ways in which young boys, and girls for that matter, can inter-act with speedway.

How can they get to experience what riding a speedway bike is all about without actually doing so? This has always been a root problem for speedway, which even in the wider world of motorsport exists in its own little bubble.

You cannot buy a speedway bike and ride it down the road, it’s a unique piece of equipment. But that shouldn’t necessarily mean that it is of no interest to potential young fans. Make its inherent weirdness an attraction rather than a deterrent.

Would it be feasible for tracks to allow a limited number of young fans prior to each meeting to discover what it is actually like to sit on a bike, to learn first hand what the idiosyncrasies of it are?

Learning how a speedway bike performs, its unique nature, how it could outgun an F1 car off the grid could be used to add to its allure.

Better still if they could test their reactions at a simulated starting gate. There was one at GPs in Gothenburg for a while and it was a massive attraction.

Kelvin says he would be happy to do that at Lakeside and to walk a group round the track so that they get a further idea of what is involved.

At a recent SGP in Torun he took four fans (not youngsters) onto the track, stood them at the starting gate and walked them through a race. They were quite entranced by the experience because previously they had only looked on from the outside and could now envisage what riders were thinking during the course of a race. Simple and at no cost.

It is also being suggested that promoters and/or riders should be encouraged to visit local schools to talk about speedway and encourage pupils to become engrossed with the mathematical aspect, scoring, averages, etc, as part of their curriculum.

At the SGP rounds we can use tablets and smartphones rather than a pen and programme to register riders scores and the simple app automatically calculates the final numbers and positions.

Is it not time that collectively the promoters commissioned something similar for league matches so that kids can attend with their iPads, fill in the names and follow the meeting in a manner that would appeal to them much more?

It might minimally detract from programme sales – although not if the editorial content of the programme is good enough to still warrant purchasing – but this progression to the digital age is long overdue.

It doesn’t require any wi-fi connection and would appeal to those youngsters who are joined at the hip to their smartphones.

We are only scratching the surfacing here but the bottom line is that speedway bosses need to up their game when they go fishing for a new speedway audience that can provide the core attendance for years to come.

All of the above - but every week. I let a wry smile cross my lips whenever read of a tracks' forthcoming appearence on Sky "we've done a tremendous amount of promotion, hope get get a big crowd", etc. Tracks should promte each and every week, not just the week they are on TV. Promoters mostly aren't (promoters) because the mostly don't (promote), they are the top bananas who run their particular track, though I'm not suggesting for a second it is an easy job where money is taken to the bank in a wheelbarow. At least not anymore.

 

The sport CAN be sold to youngsters, however. I've said before my own non-scientific promotion when I've shown great races, tremendous passes and manuouvers and, yes, the odd crash has produced a positive reaction 99% of the time. And 99% of people I've taken to speedway left with a positive expreience and of, those at least 50% still attend today.

 

But if they don't know, they won't come. And if they don't like it, for whatever reason, when they do come they probably won't go again. I could go on all day (it's ok i won't!) about the small things which make a difference. Allthough many speedway promoters do not own their stadia, they can at least make the best of what is a available. The speedway track is 'their bit' of the stadium so if it happens to be inside a greyhound track, for example, it is simply not acceptable for the public having to peer through 1ft of grass between the dog track and the speedway circuit, etc.

 

I was once told at a sales seminar that you CAN, in fact, sell sand to the Arabs and snow to the Eskimos, the trick is convincing them that the sand or snow you are sllling is better than what they already have.

 

To sum up: make the show as good as you can, then sell and promote it....

Edited December 27, 2015 by Martin Mauger

[Gemini]

 

 

......GRW123......

Personally, I hate slow meetings;, I hate bad refereeing decisions; I hate reruns that go back to the pits; But most of all I hate the admission costs. The sport is far too expensive and does not represent VFM. In this day and age, paying £1.00 to watch a 1 minute race is far too much. especially as many tracks are badly prepared and racing is more like follow the leader. Years ago, going to a meeting was of similar costs to a meal of Fish and Chips. Now it is 3 times the cost of a meal, and that should be appreciated when considering why the attendances are poor.......

Me, Even though there are many things I dislike about the sport, my love stays as strong as ever and I go every week. Each year that passes, people like me are getting less all the time......... I would love to see a up-chance in the way the sport is run. No more stupid rules and secret lists. Let all the promoter fight for the same cause and lets all sing from the same hymn sheet..... For the sport to survive we have to have more common sense about every aspect, and for those decision makers to forget the past and comply with the present. ..... It's our only chance..........

Good post.

[Trees]

All of the above - but every week. I let a wry smile cross my lips whenever read of a tracks' forthcoming appearence on Sky "we've done a tremendous amount of promotion, hope get get a big crowd", etc. Tracks should promte each and every week, not just the week they are on TV. Promoters mostly aren't (promoters) because the mostly don't (promote), they are the top bananas who run their particular track, though I'm not suggesting for a second it is an easy job where money is taken to the bank in a wheelbarow. At least not anymore.

 

The sport CAN be sold to youngsters, however. I've said before my own non-scientific promotion when I've shown great races, tremendous passes and manuouvers and, yes, the odd crash has produced a positive reaction 99% of the time. And 99% of people I've taken to speedway left with a positive expreience and of, those at least 50% still attend today.

 

But if they don't know, they won't come. And if they don't like it, for whatever reason, when they do come they probably won't go again. I could go on all day (it's ok i won't!) about the small things which make a difference. Allthough many speedway promoters do not own their stadia, they can at least make the best of what is a available. The speedway track is 'their bit' of the stadium so if it happens to be inside a greyhound track, for example, it is simply not acceptable for the public having to peer through 1ft of grass between the dog track and the speedway circuit, etc.

 

I was once told at a sales seminar that you CAN, in fact, sell sand to the Arabs and snow to the Eskimos, the trick is convincing them that the sand or snow you are sllling is better than what they already have.

 

To sum up: make the show as good as you can, then sell and promote it....

Said for years that Speedway meetings need to be better promoted than they ever have, the promoters need young, enthusiastic people working with them to do it too! Edited December 27, 2015 by Trees

[iris123]

Said for years that Speedway meetings need to be better promoted than they ever have, the promoters need young, enthusiastic people working with them to do it too!

Maybe one way is to give out flyers to ticket agencies?I bought some tickets for a concert a couple of weeks back and the woman put them in an envelope.When I got home and had a look I had a couple of flyers in there.One for the Nitro Circus.You then target people who are ready to part with money for a night out......

[ProperSport]

My 14 year old daughter loves the Speedway and the GP last year at Cardiff she loved - I asked her over Christmas what she liked and didn't about the Sport

 

Likes

 

Tai Woffiden !

The speed and smell

Crashes

Writing the scores in

Getting signatures and selfies with the Riders

 

Dislikes

Poor facilities

Time waiting for the races

Tractor going around/Poor Commentary

Uncool hobby amongst her friends ( interesting )

 

And the best comment she made ' Its such a great sport dad compared to Football and the Darts ' - both those IMO are in the 21st Century - Im sure we can learn something from the Darts

[speedibee]

When I have won the Lottery and bought my track . I shall give my season ticket holders some free passes to bring guests , hopefully they will be responsible enough to use the free passes wisely and Ill get a return on my investment . I will also ask the supporters clubs for List of addresses of former members , so that I can contact them and bring them back into the fold .. recommend a friend and get a discount on your own season ticket .and Ill offer a discount to visiting teams season ticket holders ..

[Stoke Potter]

When I have won the Lottery and bought my track . I shall give my season ticket holders some free passes to bring guests , hopefully they will be responsible enough to use the free passes wisely and Ill get a return on my investment . I will also ask the supporters clubs for List of addresses of former members , so that I can contact them and bring them back into the fold .. recommend a friend and get a discount on your own season ticket .and Ill offer a discount to visiting teams season ticket holders ..

With ideas like that you stand no chance of the BSPA giving you a licence! ;-)

[Deano]

" How do we attract younger audience".... Basically, it's too late in my opinion. Too many opportunities in recent years to change the sport and propel it forward have gone unchallenged. Until promoters sign up to a single business idea, stick to it and sell it to it's audience. An idea that images the kind of changes that happened back in the late sixties. Changes that make it attractive to 6 years olds.

 

Speedway = "Meccano".... it needs to be like "Lego".

[ColinMills]

some tracks don't even sell advanced tickets AND don't accept payment by card!

[steve roberts]

Put OAP pricing up and let anyone under 30 in free. No young person wantsto go to a event thats stinks off wee and werthers originals

I guess it beats pimples and grunts!

[Grachan]

My 14 year old daughter loves the Speedway and the GP last year at Cardiff she loved - I asked her over Christmas what she liked and didn't about the Sport

 

Likes

 

Tai Woffiden !

The speed and smell

Crashes

Writing the scores in

Getting signatures and selfies with the Riders

 

Dislikes

Poor facilities

Time waiting for the races

Tractor going around/Poor Commentary

Uncool hobby amongst her friends ( interesting )

 

And the best comment she made ' Its such a great sport dad compared to Football and the Darts ' - both those IMO are in the 21st Century - Im sure we can learn something from the Darts

Interesting. Quite a lot of similarities to my 12 year old. And they both like crashes.

 

Also interesting that so far we've had the opinions of 2 young people and both like filling in the scores, which is the thing that Philip and Kelvin think youngsters don't want to do.

[Trees]

Interesting. Quite a lot of similarities to my 12 year old. And they both like crashes.

 

 

Also interesting that so far we've had the opinions of 2 young people and both like filling in the scores, which is the thing that Philip and Kelvin think youngsters don't want to do.

Philip and Kelvin didn't ask the youngsters did they, typical!

[PHILIPRISING]

Philip and Kelvin didn't ask the youngsters did they, typical!

ARE you sure about that?

[OveFundinFan]

The youngsters "likeing crashes".... could that possibly stem from the violence we see on tv, films, computer games etc.

wew surely dont want "stage managed" crashes in speedway......... we have enough with the likes of Kildemand dropping down when he sees fit.

 

On Boxing Day I was watching downhill soap box racing from Holland (you know....the flat country) which was sponsored by Red Bull. A very good crowd lining the route down, lots of families. The crowd was probably as big as some speedway meetings. What attracted them to a soap box race? Then there was top quality cyclo cross from Zolder (is that Belgium or Holland), anyway, a really big crowd which would probably put most GP crowds to shame. Whats the attraction there?

[speedibee]

I started going to speedway at about age 5 , always thought that speedway tracks were soft !! That is, the layer of shale on top was about 6 inches deep , and couldn't understand why riders got abrasions and bruises from simple slide offs , that was until I was about 30 , when I pushed my nephew on track at a practise and found out the surface is as hard as concrete .. was it just me or are there others who thought the shale had a bit of "give" in it . I'm pretty sure Phillip and Kelvin make comments with only the best intentions , but both are biased and slightly removed from the reality of speedway from the terraces , Phillip from a Journalistic point of view and Kelvin from a rider / technician point of view , neither will ever know what its like to be a paying spectator and both can only report their perception of sport from other peoples opinions . both have too much experience of speedway from inside to fully take on board what it's like from outside , similar situation occurs with the promoters , their attitude seems to be you can't please all the people all the time ,so just concentrate on losing/spending the least money possible and dont suggest anything that may rock the boat between themselves or the few promoters feasting at the top table , speedway needs people from outside to run it as entertainment with ,even handed regulation and rules , + these people need to be kept away from contact with riders and promoters as much as possible ,(as SCB members were when it was set up ) and most definitely we need to make use of I.T. and the social media . Instead of panicking about losing £2 profit from a programme ,promoters need to be concerning themselves with how to get enough through the gates that the £2 not spent on a programme doesn't matter . speedway has the product and needs to sort the packaging .

[Grachan]

The youngsters "likeing crashes".... could that possibly stem from the violence we see on tv, films, computer games etc.?

Absolutely not. I have always been quite strict in what my son watches on tv and what computer games he is allowed.

 

The fact is, whether people like it or not, kids find crashes exciting because crashes can be exciting.

[Vince]

The youngsters "likeing crashes".... could that possibly stem from the violence we see on tv, films, computer games etc.

wew surely dont want "stage managed" crashes in speedway......... we have enough with the likes of Kildemand dropping down when he sees fit.

 

On Boxing Day I was watching downhill soap box racing from Holland (you know....the flat country) which was sponsored by Red Bull. A very good crowd lining the route down, lots of families. The crowd was probably as big as some speedway meetings. What attracted them to a soap box race? Then there was top quality cyclo cross from Zolder (is that Belgium or Holland), anyway, a really big crowd which would probably put most GP crowds to shame. Whats the attraction there?

 

Can't see why it should be, no computer games when I was a kid and we didn't even have a TV until after I started school and only just before I remember going to Speedway. Liked crashes as part of the sport then and still do, they add to the excitement. Speedway without crashes and danger would be half the sport that it is as far as I am concerned. I hate to see riders badly injured but the majority of crashes don't end that way. No need for stage managed crashes there are generally plenty of the real thing in Speedway.

 

Before everybody shouts about how terrible that is I'll bet that Crashes and Cock Ups is the biggest selling Speedway DVD of the year and has been for a long time, so I'm not the only one. I am also delighted when somebody gets one of my own crashes on film so I can see it, even the ones that hurt!

[A ORLOV]

The youngsters "likeing crashes".... could that possibly stem from the violence we see on tv, films, computer games etc.

wew surely dont want "stage managed" crashes in speedway......... we have enough with the likes of Kildemand dropping down when he sees fit.

 

On Boxing Day I was watching downhill soap box racing from Holland (you know....the flat country) which was sponsored by Red Bull. A very good crowd lining the route down, lots of families. The crowd was probably as big as some speedway meetings. What attracted them to a soap box race? Then there was top quality cyclo cross from Zolder (is that Belgium or Holland), anyway, a really big crowd which would probably put most GP crowds to shame. Whats the attraction there?

It was enjoyable watching a couple of downhill soap box events, some very strange soap boxes but the exciting bits were the spectacular crashes where luckily no one was hurt, and that is not from a youngster.

 

I would agree with many of the dislikes of speedway, the delays between races and continual tractor racing especially when it is cold or wet. Speed up the meetings, put on second halves where possible, there should be a 1 min restart after the ref stops the race for a start infringement and no stopping at the pit gate for fuel or adjustments.

[Trees]

ARE you sure about that?

No, how many did you ask then and what ages?

Absolutely not. I have always been quite strict in what my son watches on tv and what computer games he is allowed.

The fact is, whether people like it or not, kids find crashes exciting because crashes can be exciting.

But don't forget to tell them they damned well hurt and the rest eh, always hated crashes, more so through the years

I started going to speedway at about age 5 , always thought that speedway tracks were soft !! That is, the layer of shale on top was about 6 inches deep , and couldn't understand why riders got abrasions and bruises from simple slide offs , that was until I was about 30 , when I pushed my nephew on track at a practise and found out the surface is as hard as concrete .. was it just me or are there others who thought the shale had a bit of "give" in it . I'm pretty sure Phillip and Kelvin make comments with only the best intentions , but both are biased and slightly removed from the reality of speedway from the terraces , Phillip from a Journalistic point of view and Kelvin from a rider / technician point of view , neither will ever know what its like to be a paying spectator and both can only report their perception of sport from other peoples opinions . both have too much experience of speedway from inside to fully take on board what it's like from outside , similar situation occurs with the promoters , their attitude seems to be you can't please all the people all the time ,so just concentrate on losing/spending the least money possible and dont suggest anything that may rock the boat between themselves or the few promoters feasting at the top table , speedway needs people from outside to run it as entertainment with ,even handed regulation and rules , + these people need to be kept away from contact with riders and promoters as much as possible ,(as SCB members were when it was set up ) and most definitely we need to make use of I.T. and the social media . Instead of panicking about losing £2 profit from a programme ,promoters need to be concerning themselves with how to get enough through the gates that the £2 not spent on a programme doesn't matter . speedway has the product and needs to sort the packaging .

Good post, only a few promoters and riders "get" the fan thing!!

[iris123]

I did mention it on here before,but my (at the time)10 year old son watched speedway on Eurosport last season.The only thing that interested him was the fact that in 2 or 3 heats running the rider wearing yellow crashed.he thought that was interesting,but once that didn't happen any more he just said "they are just riding round in circles!" and won't watch any more and wild horses couldn't get him or his sisters to a live meeting......